March-April. 2025 | @ Halal

FOOD SCROLLS: A glimpse of @ faa4sh’ s TikTok playlist, # faamakanapaharini.

Nabilah believes that consumers should not be swept away by trends entirely, but rather take the time to verify what they are buying or eating.

EXPERT INSIGHTS

Asso Prof Dr Norhayati Rafida Abdul Rahim from Universiti Sains Islam Malaysia brings an academic and regulatory perspective to the conversation. As a certified halal trainer, she highlights that halal is a comprehensive concept that encompasses not only food but also personal care items, fashion, and even business practices.

She emphasises that halal must be understood beyond ingredients, as it also includes ethics, cleanliness, and processes aligned with Islamic principles.

She notes that many consumers assume that if a business is Muslimowned or appears Islamic, then the food must be halal. This assumption, which is commonly spread on social media, is inaccurate. In Malaysia, halal certification is issued by JAKIM, and strict standards must be followed.

Consumers should refer to the official website of JAKIM and look for the MS1900 logo to confirm the legitimacy of a product’ s halal status.

" Influencers play a crucial role in shaping public perceptions, especially among young audiences. Their content can either foster trust in halal or contribute to misinformation," said Dr Norhayati.

Therefore, they bear not only professional but also moral responsibility to ensure that what they promote is truthful and aligns with Islamic ethics. She believes that truthfulness, transparency, and respect for religious values should guide their actions.

The dangers of unverified halal claims are not hypothetical. There have been several real incidents in Malaysia concerning the halal logo and certification. In 2019, authorities seized products using unauthorised halal logos, including packets of dates and prawn crackers that falsely claimed certification.

Influencers play a crucial role in shaping public perceptions, especially among young audiences. Their content can either foster trust in halal or contribute to misinformation "

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Fatin Nabilah

In another case, a woman shared on TikTok that she left a restaurant after realising it did not have a halal logo. The restaurant was featured in a popular video by an influencer, but she felt uneasy while eating and decided to ask.

That was when she discovered it was not halal-certified. Her video attracted significant attention and reminded others to always check, even if a place is trending.

There are risks associated with unverified halal claims in digital marketing. Consumers might be misled into consuming products that do not meet halal standards. This not only undermines trust but also impacts the credibility of Malaysia’ s halal certification system.

She also warns against unethical marketing practices like bay’ al-najasy, where demand is artificially inflated, often through influencer hype or fake scarcity. In Islam, such tactics are considered haram and violate the principle of halalan tayyiban, which means permissible and wholesome.

From a Shariah standpoint, consumption driven by FOMO can lead to wasteful and impulsive behaviour. This contradicts the goals of Maqasid Shariah, which aims to preserve faith, health, intellect, and financial well-being.

Dr Norhayati advises consumers to gain basic halal knowledge and remain conscious of their food choices, regardless of current trends on social media.

HALAL WITH INTEGRITY

Malaysia’ s halal system is among the most advanced and respected in the world. However, the system alone is insufficient. Influencers must verify the content they create and be transparent about the status of products.

Businesses should avoid using halal solely as a marketing label and ensure full compliance with religious standards. Most importantly, consumers must not depend entirely on influencers or marketing content.

Consumers should always check for visible halal certification, whether on food packaging or at the restaurant. Trust should not be based solely on popularity, visual appeal, or influencer endorsements. Being aware of trends is not wrong, but acting without verification is irresponsible.

Halal is not merely a trend or a label. It represents a commitment to purity, ethics, and spiritual responsibility. It involves awareness, trust, and collective accountability from all parties, including content creators, businesses, authorities, and everyday consumers.

In every decision, whether dining out, watching a food review, or purchasing a new product, we must ask: Is this truly halal, or are we simply following the hype?-